Human Performance Engineering, a technical sports apparel company, said it has upgraded its business model to integrate subscription services for its customer base. The company opened its first U.S. storefront in Brentwood, Calif., late last year.

Stylized as “HPE,” the firm was launched in 2013 by Nick Harris, a human performance specialist. Harris’ career, spanning more than 15 years working with Formula One champions, Olympians and Grand Slam winning tennis players, forayed into fashion upon realizing that he could create a new space in the market for apparel that accelerates performance.

Shoppers can peruse products via HPE’s “Fabric Lab,” which categorizes its fabric technologies for specific offerings across tops, bottoms, bras and outerwear collections. Each product online features its technical specifications and a terse description of fabric and fit. Its new subscription model offers “Street Styles,” “Essentials” and “All Star” boxes for women and a “Tech” box for men. Subscription prices begin at $38.33 per month for 12 months and $50 per month for 12 months for men’s and women’s apparel, respectively, with a flexible range of options for other types of subscriptions services.

And HPE is a Hollywood favorite, with brand advocates such as Jennifer Aniston, Alessandra Ambrosio, the Kardashians and even former First Lady Michelle Obama, who collectively praised the technical benefits of HPE apparel.